If you have shopped online in the early days of e-commerce in the late 1990s or early 2000s, you can only marvel at how far e-commerce has come since then. From shipping times to payment methods and checkout processes, pretty much every aspect of the online shopping experience has improved vastly over the past two decades.

Despite the obvious progress that has been made, there is still room for improvement as consumers quickly get accustomed to the status quo and demand more.

But what is it that consumers really want from online stores?

The following chart, based on a survey conducted by Namagoo, shows which elements U.S. online shoppers think are most important to a great shopping experience.


It’s important to note that the data above is what people say is important for them. What actually is important may or may not be the same. You’ll have to test it to be sure.

But even the verbal declarations are important:

  1. The declarations overlap with what actually works and is important
  2. Even when some elements, when tested, don’t improve the overall performance, they can improve the overall impression of the process. And that in itself is good enough. If you feel well about the process, you’re more likely to come back in the future.

What Makes a Great Online Shopping Experience?

PS. Notice how descriptions are #3 on the list. Even above easy checkout process, and above ease of use on mobile. Yet, product descriptions are often one of the last elements to be tested or improved.